Start at the conversion
Identify the visible action the business wants: purchase, application, booking, trial, or lead capture. Work backward to understand what must happen before that action feels reasonable.
Trace the page sequence
Follow internal calls to action and legitimate opt-in paths. Record the function of each page rather than simply its design.
Trace the message sequence
Compare the promise from the first touchpoint with later pages. Look for continuity, new information, proof, objection handling, and changes in commitment.
Infer carefully
You can observe pages and messages, but you cannot see a competitor’s private conversion data or economics. Clearly label inference as inference.
Turn the map into decisions
Use the finished map to identify gaps in your own journey. Choose only the observations that fit your audience and test them independently.
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